Social media is one of the hottest and newest ways to raise awareness of products and services that you offer. Social media refers to websites or services that allow users to distribute quality content.
The benefits of utilizing social media are huge. First, influencers (bloggers, journalists, and evidently, prospective customers) are always seeking out social media for ideas and inspiration. I speak from experience when I say that I've ventured onto social media sites to give myself something to write about. Sometimes, I'm writing because I want to offer a criticism or approval about a particular incident in the news. Social media brings issues that interest a wide variety of people and helps generate (and perpetuate) buzz. Second, once these links are built, your name gets out and people start to talk about you. You'll then generate publicity. In most cases, it's going to be good publicity (and really, there's no such thing as bad publicity).
In this article, I'm going to talk about two means of bringing your content to the social media crowds: social news and social bookmarking.
Social news sites are sites that allow you to vote upon stories that may be relevant to a particular topic or category. While not necessarily "newsy" in nature, social news sites include Digg, Mixx, Reddit, and Propeller. Most of the stories feature "breaking" news in addition to a healthy mix of videos, photos, and informative lists.
Social bookmarking sites are sites that utilize tagging to share content with the outside world. Two prevalent examples are del.icio.us and StumbleUpon. Additional "bookmarking" sites include Flickr and YouTube (which both utilize tagging. Social news site Mixx, additionally, features tags).
How do you effectively leverage social media? To put it this way, your plain old press release or about page won't cut it. Social media means that people want to talk about it. Unless your "about page" contains ridiculously juicy information that everyone MUST read, it's not useful to the social media crowd. Therefore, you need to create some compelling content that works well for a lot of people.
Examples of these include:
1. Lists: top 10 lists are always great. Why? They're short, sweet, and easily digestible. Today, everyone is so active in social media and multitaskes so much that nobody is settling only on one article. When you Digg a story or StumbleUpon a page, you typically aren't going to be there for long since you'll move on to the next thing. Of course, if you're looking to engage your customers, it's important to bring some brand awareness or relate the social media campaign to your product.
2. Humor: Do something funny. Turn something into a comic or video related to your product. If you're selling blue widgets, take a video of how people have used blue widgets in unconventional ways (wearing it as a hat, whatever th case may be). Make it memorable.
3. News: Break a story. You may not have the resources to do this, but if you do, you can get some killer bait up for the world to see.
4. Tools: Offer something useful to your readers for free. That will increase visitor loyalty and awareness of your offerings.
5. Photos: Let's face it. Photos are always excellent for this kind of campaign. Fortunately, sites like Flickr have so many photos under a Creative Commons license (which means that you can use the photographs in your own work but should attribute them to the original artist) that you can put in your own social media campaign. Why not post content to a user generated content site from content used from a user generated content site? It's flattering.
These are only five ways (of many) to really bring people to your website. If the content is great (and you should study each social site to see which content is better received than others), you can apply this method again and again and really build some serious awareness about your offerings that these influencers can't resist blogging about and eventually signing up for or buying.
In another article, I will explain how you should network effectively on social media sites. As a primer, it's not just about asking friends for votes and building link exchanges. There's a lot more that is required of a solid social media contributor. Fortunately, I'm a top user on Digg and have spent a very large chunk of time learning the ins and outs of the network. I'll be happy to share them with you.
What are your favorite pieces of social media linkbait?